The toy shop is celebrating its 25th summer of trading with events, competitions and activities throughout the summer holidays.

Toys ‘N’ Tuck first opened in South Woodham Ferrers in 1993, and operated five stores across Essex at its peak. Today the company is based at its flagship store in Queens Road, Southend.

“I am very proud of everything we have achieved as a toy shop. We have got through a lot of very difficult times, but being able to continue after all these years has been fantastic,” commented managing director Alan Dadswell.

“With so many shops around the town closing recently and making the headlines for the wrong reasons, I think it is important to celebrate the fact that there are still people willing to support their high streets and independent traders. We have been here for so long now, and don’t plan on going anywhere soon.”

Toys ‘N’ Tuck became a household name across the area after opening further shops in Rayleigh, Southend, Billericay and Maldon. However, as out-of-town superstores and online competitors reduced footfall in town centres, challenging trading conditions forced the company to reduce its store portfolio once more.

Toys ‘N’ Tuck prides itself on delivering the latest toy crazes to customers, as Alan explained: “We are able to react really quickly to the different crazes that arise. Our focus is always on the children; they often come in and know exactly what they want, and it is our job to adapt to that and do our best to make sure that no child leaves feeling disappointed.

“We have had to adapt to more modern ways of marketing ourselves, such as holding competitions online, and concentrating on being a recognisable brand that people love and trust. That’s what ultimately sets us apart from the huge stores, which can be quite faceless and impersonal. A toy shop is not like any other shop for a child, and we always aim to go the extra mile to make it a special experience every time. It’s lovely that people who’ve grown up in the area remember us; increasingly we have parents, who used to shop with us as children themselves, coming in with their children.

“The high street is facing its problems, but there’s a really supportive community of long-standing independent businesses and it is a pleasure to be a part of it all.”